Factors associated with purchase likelihoods and amounts spent on fresh and preserved vegetables in Malaysia are investigated. A sample selection system is applied to data from a national survey in Malaysia. Statistical test supports separate analyses for urban and rural households. Income and sociodemographic characteristics such as ethnicity, location of residence, household size, and education are closely associated with household expenditure patterns of fresh and preserved vegetables. Urban–rural differences are also uncovered in these effects. Several observations are noted vis-a-vis the expenditure patterns for fresh and preserved vegetables in Malaysia.